ENTERTAINMENT INDUSTRY AND NIGERIAN SOCIALVALUES

Abstract

For a long time, the Nigerian entertainment industry has been in the spotlight. Nollywood, for example, is regarded as the world's second largest film maker. The industry is gaining new audiences and growing box office income thanks to improved scriptwriting, cinematography, and film directing; a steady influx of youthful talent; the availability of new and cheaper technologies; ease of distribution; and prospects for foreign partnerships. While many people welcome this historic achievement, others worry that the industry could pose a threat to Nigerian social norms. The purpose of this study is to assess the success of the entertainment business in Nigeria and its impact on the country's social values. Anchored on the cultivation theory, the research combines qualitative analysis of relevant literature with primary data collected through a 12-point in-depth interview in which 15 participants were purposively selected from Nigeria's six geopolitical zones. Face-to-face and phone interviews were conducted with various professionals ranging in age from 19 to over 60. The findings show that the entertainment industry is well-liked and successful among Nigerians, and that it has a significant positive and negative impact on the country's social values. It is suggested that the government develop laws and incentives to encourage content creators to focus more on content that promote Nigerian social values and that parents pay more attention to what content their children consume.